Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you.
Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to CRM to social media marketing!
Key Features
- Prioritize—because you can’t measure, listen to, and analyze everything.
- Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors.
- Measure real social media ROI: sales, leads, and customer satisfaction.
- Track the performance of all paid, earned, and owned social media channels.
- Leverage “listening data” way beyond PR and marketing: for strategic planning, product development, and HR.
- Start optimizing web and social content in real time.
- Implement advanced tools, processes, and algorithms for accurately measuring influence.
- Integrate paid and social data to drive more value from both.
- Make the most of surveys, focus groups, and offline research synergies.
- Focus new marketing and social media investments where they’ll deliver the most value.
Contents
- 1 Understanding the Digital Media Landscape
- 2 Understanding Digital Analytics Concepts
- 3 Picking the Tools of the Trade
- 4 Tools: Social Media Listening
- 5 Tools: Search Analytics
- 6 Tools: Audience Analysis
- 7 Tools: Content Analysis
- 8 Tools: Engagement Analysis
- 9 Understanding Digital Influence
- 10 Developing Your Social Media Listening Program
- 11 How to Use Listening to Inform Marketing
- 12 Using Online Data to Anticipate a Crisis
- 13 Improving Customer Service
- 14 Launching a New
- 15 Formulating Your Research Plan
- 16 Making Reports Easy to Understand and Communicate
- 17 Search Analysis
- 18 ROI = Return on Investment
- 19 Creating the Best-Practice Measurement Scorecard
- 20 Mobile Analytics: How Mobile Is Different than Other Digital Channels
- 21 Social CRM
- 22 The Future of Digital Data: Business Intelligence
- Index
About the Authors
- Chuck Hemann, Director of Analytics for WCG, has spent the last eight years providing strategic counsel on digital analytics, measurement, online reputation, and social media. He was previously VP of Digital Analytics for Edelman Digital and VP of Digital Strategy and Analytics for Ogilvy Public Relations. He has worked with global brands from Intel to General Mills to Pfizer.
- Ken Burbary, Chief Digital Officer at Interpublic’s Campbell Ewald, has 16 years of online marketing and advertising experience, including a deep background in digital and social media. He served as VP—Group Director, Strategy and Analysis at Digitas, working with global brands from American Express and Bank of America to P&G and GM.
Book Details
- Paperback: 288 pages
- Publisher: Que Publishing; 1 edition (c2013)
- Language: English
- ISBN-10: 0789750309
- ISBN-13: 978-0789750303
- Product Dimensions: 0.8 x 5.9 x 8.8 inches
- List Price: $39.99